Paddy Power has been named as the NFL’s official sportsbook partner for the UK and Ireland (UKI) for the upcoming 2025 season.
The one-year deal will also see the Flutter Entertainment-owned brand become the NFL’s free-to-play game partner in the UKI.
The operator has launched Paddy Power NFL Showdown, which allows customers to predict NFL results via a series of questions.
Correct predictions will lead to winning a share of a prize pool or jackpot, while a season-long leaderboard will offer opportunities to win other Paddy Power prizes.
Paddy Power will also be able to leverage NFL branding via its online and retail arms, with the NFL set to promote the bookmaker across its own digital channels.
Paddy Power-branded activations at all UKI-hosted NFL games this season will also take place. Paddy Power will also gain access to footage rights.
The NFL will host its first ever game in Ireland on 28 September, when the Pittsburgh Steelers take on the Minnesota Vikings at Dublin’s Croke Park.
A Paddy Power NFL Fanzone will be in place during that weekend, the operator said.
Two regular season games will take place in London at the Tottenham Hotspur Stadium in October. London has played host to NFL games since 2007.
888sport previously served as the NFL’s UKI sportsbook partner. The evoke-owned brand first partnered with the NFL in 2020, before extending the deal through to 2025 in 2022.
Michelle Spillane, Paddy Power marketing managing director, said: “We are hugely excited to be coming on board as the NFL’s new sportsbook partner in the UK and Ireland.
“NFL as a sport is reaching new heights across the UKI, and with the first ever game taking place in Ireland at the end of the month, there felt like no better time to come on board.
“To celebrate, we’re launching our new official NFL free-to-play game to entertain punters every week, and we can’t wait to enhance the fan experience around the Dublin and London games with events, activations and the usual Paddy mischief.”
Henry Hodgson, NFL UKI general manager, added: “We are delighted to partner with Paddy Power as the NFL’s official sports betting partner in the UK and Ireland.
“Their innovative approach to fan engagement and their passion for sports entertainment aligns with our goals as we continue to grow the game across the region.”
The post Paddy Power becomes NFL’s UKI sports betting partner first appeared on EGR Intel.
Flutter Entertainment-owned bookmaker pens one-year deal with American football league, replacing 888sport as its regional partner
The post Paddy Power becomes NFL’s UKI sports betting partner first appeared on EGR Intel.